You spent a lot of effort to finally make the product, when it was introduced to the market, only to find that it was not as smooth as you thought at the beginning, obviously the product is good in all aspects, why can't you pry open the market door?
The market is affected by a variety of factors, but the main attribution is:
From a marketing point of view, enterprises do marketing nothing more than to get two results: one is to increase sales;The second is to enhance the brand's degree and influence.
However, many people (enterprises) only regard the first as an important assessment indicator of marketing, but ignore the second core.
When you're only thinking about how to increase sales, you're forgetting about the roots, and you're going to end up investing in marketing that's just for short-term sales goals.
Later problems will also follow, such as **war, **war, and so on.
The formation of these unfavorable outcomes stems from the fact that you did not grasp the focus of marketing at the beginning, so that your early investment was not converted into brand accumulation assets, which is also an important reason why many companies have made a lot of market investment and have not formed their core competitiveness in the end.
Because, there is no top-level strategy to support and pull for you.
Marketing is a must for companies to increase sales, but it is not the ultimate goal. If it's just about chasing sales, you'll end up with a deformed marketing move, i.e., a variety of inappropriate practices such as malicious competition, discounts, etc., in order to achieve short-term goals.
In order to achieve this short-term goal, from the boss to the employees, they will go out, some to promote, some to do **, and some to do live broadcasts. But what happened next?Not only did you not achieve your short-term goals, but you also consumed the small amount of money you already had, who is to blame?
If you want to find someone responsible, you can only find the head of your department and the boss.
Because they are the main person in charge, most of these people in charge are from the perspective of the enterprise to determine the marketing plan, not to mention that a large part of them are not professional marketing planning, but are more familiar with the product or technology.
As a result, there will be two problems: one is that people who understand products do not know how to do the market;The second is that people who understand technology blindly command the market.
Making a product and doing a market are two different things, and you must not confuse the two, otherwise it will be easy to mess things up.
Using the perspective of enterprises to do the market, this is the most common disease of many enterprise marketing and brand department staff. Because of this, in the end, you will be very resisted when you do the market.
Because, you did not find the crux of the problem, let alone formulate a plan and strategy to solve the problem in time.
To do the market, excellent product quality and thoughtful service are the basis for entering the market door, but it is not a brick to help you knock on the market door.
If you want to occupy a place in the increasingly fierce homogeneous competition, the core is to concentrate the superior resources of the enterprise, and the following three core problems are solved first is the right approach.
The market is evolving rapidly, consumer demand and consumers' consumption concepts are also changing at an accelerated pace, to this day, if you still want to use products to meet customer needs, thinking that you can sell cheaper than your rivals' products, you can attract those more and more savvy young consumers, it means that you are still stuck in the traditional marketing thinking.
The king of beverages, Wahaha, has hundreds of brands, why have most of them disappeared?
Could it be that their sales channels are not enough?Or maybe they don't have the money or resources to do marketing?
Of course not. In terms of channels, there are few people who can match, it has more than 3 million sales terminals in the country, and this distribution channel (ability) can be described as a well-deserved channel boss nowadays.
But even with such a strong distribution capacity and strong reserve resources, why can't its highly-anticipated liquor brand - Waha sauce liquor be made?
There is no problem from the product to the sales terminal (channel) behind, and its biggest problem is the lack of top-level strategic positioning, which is the core reason for the setback of its brand in market development.
From the perspective of strategic positioning, products and channels are only a sales tool, not the key to open the door to the market, let alone the key to open the door to the user's mind.
Because the liquor brand violated the customer's mental cognition (lack of correct positioning traction), so that when it was introduced to the market, it did not first obtain the soil for rooting and survival in the customer's mind (mind), and finally the brand was automatically blocked by the customer's brain - which is equivalent to only the product as a land, and did not obtain the customer's right to choose.To do the market, we should not only stare at our own products and the internal of the enterprise, but also look at the entire general trend and environment, and grasp the changes in the competitive battlefield from the overall strategic situation - the changes in the minds of users.
Because, products have a life cycle, and will face the squeeze of competitors in product and technological innovation.
If you're not careful, you'll soon be overtaken by your opponents, and eventually you'll be pushed to the edge of the market, and you'll be very passive.
The effective breakthrough strategy is to work category positioning in a timely manner through in-depth insight into product and market changes, that is, to create and differentiate categories.
The core role of this action is to avoid the existing fierce homogeneous competition, so as to find a new development track, so that you (the brand) can occupy a more favorable position in the market and the minds of consumers.
With the continuous expansion of domestic consumer demand, as well as the continuous activation and release of consumption potential, the huge consumption base (population) will be a favorable factor to nourish new categories to accelerate the prosperity and development, which is also the new opportunity (track) that many innovative brands and enterprises should focus on increasing investment and seizing in the next 2024.
We have been in contact with many different types of companies and brands, especially in the process of doing strategic marketing consulting in recent years, we found that the product itself is good, but there is a disadvantage that the boss and his employees only know how to make products and technology, but they do not know how to do the market.
This is also one of the important reasons why many companies do not do well in the market. Unable to open the market, it is not that there is any problem with its products, but that it is beyond the scope of their professional ability.
When the focus of market competition shifts, the marketing thinking of over-reliance and product-oriented needs to be changed immediately, otherwise it is easy to deform your market action, and eventually make your investment become competitive consumption.
As John Warnermaker, who is known as the "Gothic conjecture" in the advertising and marketing world, said: "I know that half of my advertising dollars are wasted, but I don't know what is wasted".
The reason why your advertising money is wasted is finally found today, that is, before you advertise and market, you do not have a correct brand positioning for you to lead, and ultimately your advertising investment can not effectively form brand cumulative value, such as "your energy is beyond your imagination" is the "best spokesperson" for wasting advertising money.
Because positioning is not only the soil for your brand to take root in the minds of customers, but also the prerequisite for your investment to be converted into accumulated assets, and the product is simply irreplaceable.
Many people think too much about it in the market, thinking that as long as the product is done well, it will not be a problem.
But in the real market, he was slapped in the face. Because, the reality of market competition is cruel.
Product, brand, positioning, marketing is a closely linked system marketing project, must not be separated and treated, otherwise it will be one or the other and fail to achieve the strategic purpose of seizing the market before the opponent.Among them, in the process of implementing market promotion, the underlying market focus action is also extremely important.
If you don't know how to formulate and grasp this landing strategy, even if you have a good product, it will be difficult to get rid of the siege of many competitors in the end, but you will be trapped in the quagmire of the first war.
The core action of market focus is to lock in the regional market first (especially for small and medium-sized enterprises with insufficient resources, especially the market can not be too wide), and then concentrate the superior resources you can gather in your hands to penetrate it, so as to play a market demonstration effect, and then form a strategic encirclement to compete with opponents for the high ground in the market, and finally win the priority choice of more consumers.
Instead of not understanding the top-level strategic positioning, the category positioning strategy is not clear, and even the underlying market landing action (strategy) is not available, just rashly take the products you think are very promising to rush to the market, which will not get any good results, but will only let you harvest the seeds from hope to disappointment.
After all, marketing is a professional job, and strategic positioning is a difficult professional job, which cannot be done casuallyIn the end, you'll have to clean up the mess yourself.